What Is Interactive Marketing, and How Does It Help Your Bottom Line?

Interactive marketing involves reacting to a customer’s behaviors or actions, and then working to meet their expectations. It allows customers to connect with companies directly and should involve all departments in the strategy. IT expertise is not enough for interactive marketing, and goal-setting and measuring are crucial for success.

For example, a software-as-a-service company could use interactive marketing initiatives to attract customers and guide them toward the next step of their engagement. Behind that journey is a web of interactive marketing content, emails, and platforms. By adding customer touchpoints to the site, the customer can select their own level of engagement and earn valuable insights.

Interactive marketing requires passion for goal-setting and measuring. Goals should be set with the customer experience in mind, and metrics should be chosen based on the plan. Tracking progress will help improve and grow the company, and consistent measuring allows for quick course-correcting.